Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Christian A. Hendricks
Chair, Executive Committee
Rusty Coats
Executive Director, LMC
President, Coats2Coats
Consortium
 Ad serving tech & network
 Search
 Content integration

THE PAST
TODAY
NEWSPAPER CONSORTIUM BECOMES LOCAL MEDIA CONSORTIUM
Consortium Reboots Beyond Papers, Yahoo
(September 2013) The New...
Governance Agreement
1. Five year term
2. One member, one vote
3. Membership independent of deals
4. Dues based on share o...
Executive Committee
The Consortium is led by an eight
member Executive Committee,
elected by the full membership, and
an E...
Partnerships and deals
CURRENT FOCUS
The full membership is actively involved in focus and priority setting and
task force...
Opportunity areas
POTENTIAL
① Private exchange placement tools
② Data management platform
③ Native advertising platform
④ ...
SAY WHAT?
AUDIENCE
SCALE +PREMIUM
CONTENT =
 Optimize existing revenue
 New revenue opportunities
 Improve pricing
SCALE MATTERS.
42
HOLDING
COMPANIES
AND
GROWING
SCALE MATTERS.
SCALE MATTERS.
800+ newspapers
200+ broadcasters
SCALE MATTERS.
240 MILLION
Monthly unique visitors
Source: LMC partner audit, January 2014
SCALE MATTERS.
10+ billion
premium ad impressions
Source: LMC partner audit, January 2014
People, not machines.
PARTNERS
Ad Exchange
LMC Network
Simpli.fi
Centro
Yahoo
Newspaper
Digital
AVAILABLE ADVERTISING INVENTORY
Benefit: [Potential]
Prov...
Benefit: [Potential] Drive audience through
LMC content integration on Yahoo News and
use of personalization and recommend...
DEAL POINTS
① Ad Serving platform [DFP Premium & SB]
② Search monetization [AFC, AFS]
③ Site search
④ AdX integration
⑤ Pr...
PRIVATE EXCHANGE
PREMIUM
AUDIENCE
PREMIUM
BUYERS
Local Company LMC
Lever scale to reach brand buyers and improve rate and ...
PRIVATE EXCHANGE
PREMIUM
AUDIENCE
PREMIUM
BUYERS
Local Company LMC
Lever scale to reach brand buyers and improve rate and ...
LMC: Onward
Christian A. Hendricks
Chair, Executive Committee
Rusty Coats
Executive Director, LMC
President, Coats2Coats
Local Media Consortium - NAA mediaXchange 2014
Nächste SlideShare
Wird geladen in …5
×

Local Media Consortium - NAA mediaXchange 2014

2.783 Aufrufe

Veröffentlicht am

The Local Media Consortium, a strategic partnership of leading local media companies representing more than 800 daily newspapers and over 200 broadcast outlets and all of their affiliated digital properties.

The Local Media Consortium, founded in 2006 as The Newspaper Consortium, is focused on increasing member companies’ potential share of digital revenue and audience by pursuing new relationships with a variety of technology companies and service providers. Since launching, The Local Media Consortium has grown to over 42 member companies representing more than 1,000 local media outlets. Additional rounds of other media companies joining the consortium are anticipated.

  • Loggen Sie sich ein, um Kommentare anzuzeigen.

Local Media Consortium - NAA mediaXchange 2014

  1. 1. Christian A. Hendricks Chair, Executive Committee Rusty Coats Executive Director, LMC President, Coats2Coats
  2. 2. Consortium  Ad serving tech & network  Search  Content integration  THE PAST
  3. 3. TODAY NEWSPAPER CONSORTIUM BECOMES LOCAL MEDIA CONSORTIUM Consortium Reboots Beyond Papers, Yahoo (September 2013) The Newspaper Consortium is retooling, getting a new name – the Local Media Consortium – and new partners with broadcasters joining the fold. “The idea for the Consortium is that we are going to seek out deals with companies that are beneficial to all members in every aspect of every deal,” says Rusty Coats, the Consortium’s executive director, “Leveraging the scale of the entire consortium without putting handcuffs on any one part of it.”
  4. 4. Governance Agreement 1. Five year term 2. One member, one vote 3. Membership independent of deals 4. Dues based on share of total membership HOW IT WORKS
  5. 5. Executive Committee The Consortium is led by an eight member Executive Committee, elected by the full membership, and an Executive director. LEADERSHIP
  6. 6. Partnerships and deals CURRENT FOCUS The full membership is actively involved in focus and priority setting and task forces of SMEs work with Executive Committee to create RFPs, negotiate with potential partners and craft deals. ✔ Advertising systems ✔ Analytics ✔ Search ✔ Content and audience ✔ Non-locally sold ad inventory ✔ Audience extension
  7. 7. Opportunity areas POTENTIAL ① Private exchange placement tools ② Data management platform ③ Native advertising platform ④ Consumer facing products ⑤ Ad network partners ⑥ Digital marketing agencies
  8. 8. SAY WHAT?
  9. 9. AUDIENCE SCALE +PREMIUM CONTENT =  Optimize existing revenue  New revenue opportunities  Improve pricing SCALE MATTERS.
  10. 10. 42 HOLDING COMPANIES AND GROWING SCALE MATTERS.
  11. 11. SCALE MATTERS. 800+ newspapers 200+ broadcasters
  12. 12. SCALE MATTERS. 240 MILLION Monthly unique visitors Source: LMC partner audit, January 2014
  13. 13. SCALE MATTERS. 10+ billion premium ad impressions Source: LMC partner audit, January 2014 People, not machines.
  14. 14. PARTNERS
  15. 15. Ad Exchange LMC Network Simpli.fi Centro Yahoo Newspaper Digital AVAILABLE ADVERTISING INVENTORY Benefit: [Potential] Provide demographic, behavioral and geographic targeting capabilities to customers through audience extension partnerships Cost: [Potential] Wholesale/Retail AUDIENCE EXTENSION
  16. 16. Benefit: [Potential] Drive audience through LMC content integration on Yahoo News and use of personalization and recommendation engines on LMC sites. Cost: [Potential] Revenue share for ads on LMC content on Yahoo. CONTENT INTEGRATION
  17. 17. DEAL POINTS ① Ad Serving platform [DFP Premium & SB] ② Search monetization [AFC, AFS] ③ Site search ④ AdX integration ⑤ Private exchange A la carte offerings include:  Optimize existing revenue  New revenue opportunities  Improve pricing SCALE MATTERS.
  18. 18. PRIVATE EXCHANGE PREMIUM AUDIENCE PREMIUM BUYERS Local Company LMC Lever scale to reach brand buyers and improve rate and revenue. CPM - NGD
  19. 19. PRIVATE EXCHANGE PREMIUM AUDIENCE PREMIUM BUYERS Local Company LMC Lever scale to reach brand buyers and improve rate and revenue. CPM - GTD The promise.
  20. 20. LMC: Onward
  21. 21. Christian A. Hendricks Chair, Executive Committee Rusty Coats Executive Director, LMC President, Coats2Coats

×